Estudo do mercado de videogames da 8ª geração pelo público gamer

Abstract

The video game market, worldwide, has reached more and more fans and is a profitable industry with high investment on the part of the companies and products involved. Given the importance of this market, this research seeks to identify the motivations of video game consumers to buy video games specifically from the 8th generation: Nintendo Switch, Playstation 4 and Xbox One. In the research, preponderant factors were identified, such as the game library of each brand, the brand itself and the consumer's attachment to the company's past products, as well as an important role of cost in choice. In the results, the gaming public appears to be a type of consumer who is not easily convinced to purchase a console, thus leading them to consider only internal factors, considered by them to be absolute truths, thanks to past experiences with other video games in the world. same brand. In addition to the research, the field study also managed to capture nuances that were not initially the main focus of the work, such as the feeling of nostalgia, the ergonomics of accessories, game piracy and the purchase of used video games. To obtain these answers, two surveys were carried out, one quantitative and one qualitative, both exploratory in scope. While quantitative research responds to factors adverse to the purchasing decision and in addition to the marketing mix, qualitative research looks deeper to understand the consumer's price for the brand chosen when purchasing.